vcc.ca
HOSP 3670: Services Marketing
Effective date
September 2026
Department
Hospitality Management App Deg
School
Hospitality, Food Studies and Applied Business
Description
In this course, students will develop knowledge on how to market service-based businesses. Students will be introduced to services marketing concepts and will gain insight into new consumer trends that apply to hospitality-based businesses. Students will examine services marketing in terms of effective marketing strategies and overcoming marketing challenges in the current business environment.
Credits
3.0
Year of study
3rd Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Discuss distinctive service marketing challenges.
- Apply the components of the extended marketing mix (7 P's of Service Marketing) in the hospitality sector.
- Analyze pricing strategies for service based businesses.
- Design a positioning map for a service business.
- Develop a blueprint for a service process with all the typical design elements in place and assess for potential fail points.
- Identify effective components of advertising and evaluate advertising collateral for a service-based business.
- Analyze the factors that cause customer dissatisfaction.
- Discuss complaint handling and the service recovery process.
Prior Learning Assessment & Recognition (PLAR)
To learn more about the PLAR pathways for this course review the Bachelor of Hospitality Management Program Content Guide.
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Total Hours: 45
Instructional Strategies
Presentations, class discussions, online research, case studies, group work, individual assignments
Grading System
Letter Grade (A-F)
Passing grade
D (50%)
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Participation |
10 |
Participation, preparedness and presence |
|
Quizzes/Tests |
10 |
|
|
Assignments |
10 |
Chapter Questions and Homework |
|
Assignments |
25 |
Marketing Project |
|
Project |
20 |
Case Study Presentation |
|
Final Exam |
25 |
|
Course topics
- 7 P’s of Service Marketing
- Three-stage model of service Consumption
- Positioning services in competitive markets
- Challenges of marketing services
- Developing a service blueprint
- Pricing strategies
- Effective advertising
- Crafting the service environment
- Complaint handling and service recovery (11 Step Service Recovery / LEARN model)
- Customer Loyalty Programs and Guarantees
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.